Godó

Barcelona

Outline

For the 69^th Barcelona Open (Godó 2022) we collaborated with Tennium to transform a public street into a premium fan experience zone that contained commercial outlets, chill out areas, along with food and beverage units.

Case

The Barcelona Open was founded in 1953 and is the oldest tennis tournament in Spain. The event is also referred to as Godó Barcelona, it is one of the most prestigious clay court tournaments on the professional circuit and is held in the esteemed Real Club de Tenis de Barcelona (RCTB), a club open since 1899 and where Rafael Nadal has been a member since the age of 11.

Barcelona Open Banc Sabadell is an ATP 500 event which runs men’s elite professional tennis. The event is one of the symbols of Barcelona and one of the most important highlights on the social calendar of the city.

We created a lavish and visually striking comercial area that was befitting the tournament and visibility of the commercial offer, and breathed new life into the experience and hospitality of the event for attendees.

We created a space that allowed the sponsors commercial units to take centre stage and enhanced the fan experience

Upgrading the fan experience with striking contrasts and premium touches

Facts

6-day event
8,000+ spectators/visitors
46 singles players
16 doubles pairings
+ 50m of space delimitation incl. greenery, seating, graphics, photocall, custom design elements
5 sponsored container islands for shops

Aspects

Co-production with Tennium
Look & feel concept
3D high resolution renderings
Commercial space design & decoration
Custom-decorated containers
Space dividers
Photo opportunities
On-site logistical management

Work process

We worked in conjunction with Tennium, a sport management agency that focuses on tennis tournaments, to develop and produce a creative space and entertainment concept for the Fan Boulevard, which was later adapted for the commercial area on the fan boulevard for the event of Godó 2022.

The event sponsors commercial units were housed in pristine white shipping containers along the centre of the boulevard providing maximum exposure. We encouraged fans to engage with the space by installing a custom tennis themed wall art for photo opportunities.

Creating a fan experience on a public street required meticulous planning and precision.
Theresa Baum, Account Director

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